Don Q — the number one rum brand in Puerto Rico — wanted to double down in the U.S., but didn't know how to connect with American Millennials who "graduate" out of the rum category as they got older. In a category signified by beachside vacationers and nightclub partiers, there was a whitespace opportunity to stand for something greater.
As Millennials grow older, they enter a stage in life marked by uncertainty. Their career, spouse, home, and even their drink choices are in flux. At a time in life when nothing is as it seems, and we're filled with so many questions, it's nice to know that some things are beyond reproach. Some things are like Don Q. Unquestionable.
I led the strategic charge in bringing the newly minted Unquestionable campaign to life in digital across a re-launched website, social media content, and premium media partnerships.